Abstract
Under the background of new retail, many E-commerce giants at home and abroad have started to open offline stores, and claimed to incorporate the consumption experience of offline stores into the superior future strategies. Based on the literature review and practical research methods, this paper explores the characteristics of this new E-commerce offline store which involves online and offline consumption experience features, and constructs the consumption experience dimensions belonging to the E-commerce offline store: sensory experience, emotion experience, service experience, convenience experience, interaction experience.
Highlights
The new retail was first proposed by Ma Yun, founder of Alibaba, at the Ali Yunqi Conference in 2016
Based on the literature review and practical research methods, this paper explores the characteristics of this new E-commerce offline store which involves online and offline consumption experience features, and constructs the consumption experience dimensions belonging to the E-commerce offline store: sensory experience, emotion experience, service experience, convenience experience, interaction experience
The generation of the E-commerce offline store can reflect the rise of new retail idea, and this market is different and the demand for consumption experience has changed too
Summary
The new retail was first proposed by Ma Yun, founder of Alibaba, at the Ali Yunqi Conference in 2016. Amazon has opened a 1800-square-foot AMAZON GO self-service supermarket in Seattle; Alibaba’s popular Hema stores The reasons behind these market behaviors: one is that E-commerce has got some problems on how to increase more online traffic, one report from Zhiyan consulting agency [1] shows that Jingdong Mall received customer costs in 2012 for 65.30 yuan/person, it reached 226.10 yuan/person in 2017, with a 5-year compound growth rate of 28.20%; the cost of Alibaba’s acquisition of an active new user increased from 50.89 yuan in 2013 to 226.58 yuan in 2017; the growth rate is nearly 3.5 times through just 4 years. The structure of E-commerce offline store’s consumption experience will be given through these efforts
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